This is the fourth and
final book in a series on marketing. Non-marketing managers need to
understand how marketing research is used in the marketing process to determine
market size and customer needs and wants. They should understand the difference
between quantitative and qualitative research and between desk research and
field research. They should be acquainted with the various methods of
sampling used in marketing research and about the major role that
questionnaires play in the collection of data. This book fills that need.

About the author

Samuel A Malone is
a self-employed training consultant, lecturer and author. He is the author of 21 books published in
Ireland, the UK and abroad on learning, personal development, study skills and
business management. Some of his books
have gone into foreign translations and second editions. He has an M.Ed. with distinction (in training
and development) from the University of Sheffield and is a qualified Chartered
Management Accountant (ACMA), Chartered Global Management Accountant (CGMA) and
a Chartered Secretary (ACIS). He is a
fellow of the Irish Institute of Training and Development (FIITD).